You paid to bring the visitor to the site. They looked at two products, put one in the cart, and left. Statistically, that is what 97% of visitors do on a first visit. Remarketing exists exactly for them: the ads shown to people who have already been to your site, on Google, Instagram, Facebook, YouTube.
Why it outperforms every other campaign
The reason is simple: you are talking to people who already know you. They have seen the product, they know the name, they took the trouble to browse. The only thing missing was the moment. That is why remarketing consistently has the lowest cost per sale of any campaign type we run: the hard part, the introduction, has already been paid for.
How to set it up properly
- Audiences with meaning, not “all visitors”. A separate message for cart abandoners, for people who browsed a specific category, for old customers who have not bought in a while. Each group has a different reason to come back.
- Dynamic ads for e-shops. The visitor sees exactly the products they looked at, with photo and price. Requires a clean product feed, the same one Google Shopping needs.
- A frequency cap. The same ad 40 times a day does not persuade, it irritates. We cap how many times you appear to each person.
- A time window that makes sense. For a pair of shoes, 15 days is enough. For a 2,000-euro sofa, the decision matures over weeks. The window follows the product.
What to watch out for
Remarketing runs on cookies and pixels, so it needs a proper consent banner and an up-to-date privacy policy. And it needs restraint in the creative: the goal is to remind, not to stalk. Our best campaigns also give a reason to return: free shipping, the size that is back in stock, a small discount with an expiry date.
Where to start
If you already run ads and have no remarketing, start with the warmest audience there is: abandoned carts. If you are not running anything yet, first read the comparison Google Ads or Meta Ads to see where your business fits.
In the ads management we take on, remarketing goes in from week one, with your budget on your own card and a flat fee. Tell us what you sell and we will tell you what we would build.
